Stepping into Bring Back Analog, the vintage decor catches your eye long before the high-quality audio merchandise.
A large, orange couch is the store’s focal point, decorated with various stuffed pop culture figures. Alf, E.T. and Pac-Man are all there, inviting you to relax.
This is intentional. Owner Steve Huizinga is tired of the pretension and exclusivity often associated with the audiophile lifestyle.
“Most people associate audio with hundreds of thousands of dollars,” he said. “My target audience is 35 and under because that’s the future of my business.”
As a result, Bring Back Analog is a no-stress environment where visitors can come in, sit and talk about music without worrying about making a purchase. Huizinga knows that creating those experiences is an investment and ultimately what brings customers back when they are ready to make a purchase.
“I really care about the diversity of age and socioeconomic status in the store,” Huizinga said.
Diversity is one of Huizinga’s key pillars. During his 30-year tenure at Allied Mechanical Services, he was regularly recognized for hiring a diverse workforce, eventually succeeding his father as CEO and serving in the role for 10 years.
During that time, however, Huizinga felt he could never have his own identity and said he had to navigate comparisons to the company’s prior leadership.
Bring Back Analog is that opportunity for self-agency. He leaves bits of his personality in everything, while staying curious about the personalities and interests of the people around him.
“I’ve learned more about other genres of music because of this place in a year than I have in my life. I have a whole new respect for genres because of all the people who have come in.”
That mentality has made Bring Back Analog more than a store; it has cultivated a community partially inspired by Huizinga’s own challenges.
Alcohol addiction is a part of his life and he has proudly logged 19 years of sobriety. He incorporates this into the store, hosting Alcoholics Anonymous meetings every other Tuesday at noon.
“My customer investment might be in the 35 and younger crowd, but when it comes to being an active part of the Grand Rapids community, I want Bring Back Analog to be a space that welcomes and uplifts people from all walks of life.”
Bring Back Analog is open to the public Thursday through Saturday from 11 a.m. until 5 p.m., and Sunday from 11 a.m. until 4 p.m. Repair pick-ups and drop-offs are scheduled between Monday and Wednesday, 11 a.m. to 4 p.m.
For events and updates, follow @BringBack.Analog on Instagram.